The online sphere ignited a whirlwind of excitement upon the simultaneous announcement and release of two movies on the same day (in the United States). This sparked a digital celebration for the duo that was destined to achieve tremendous commercial success – the debut of Oppenheimer by Christopher Nolan and Barbie by Greta Gerwig, coined as the “Barbenheimer” phenomenon, undeniably breathed new life into cinemas.
At Clip News, we indulged in popcorn, delved into the Brandwatch platform, and meticulously gathered and analyzed online references – both on internet and social media – for the two movies from July 20, 2023 (Barbie’s premiere) to August 31, 2023 (noting that Oppenheimer was released in Greece on August 24). The data revealed the following insights:
Pink Dominance
The narrative of Barbie and Ken seems to dominate in number of references (24,532), whereas that of Robert Oppenheimer accounts for a quarter of those mentions (6,675).
Further scrutiny of the buzz reveals that:
Barbie surged in references during its initial two days of screening, with another significant spike occurring on July 31, primarily due to reports on its box office performance during the first week of release. Subsequently, while Nolan’s film seems to gather substantial attention during its domestic premiere on August 24, the highest peak was observed on July 27. This was influenced by the comparison of the movie’s theme with the fire raging in Nea Anchialos on that day and the heightened danger due to the nearby military airbase.
The Tone of Conversations
The multitude of social media references, memes, and various forms of artwork blended these two entirely contrasting movies. Twitter emerged as the platform garnering the majority of comments regarding this cinematic phenomenon.
However, what was the overall sentiment?
The above chart reflects the near-identical image concerning negative, neutral, and positive references for both movies. Clearly, the movies’ subjects contribute to the tone, yet media coverage also impacts the overall perception. A telling example is the reports on August 31, echoing the Russian Ministry of Culture’s statement that “these two American films do not align with traditional Russian ethical and spiritual values”.
The Rebirth through Marketing
“Barbenheimer” brought in revenue and rekindled the excitement for a return to theaters, especially after the sweeping impact of the pandemic. Marketing strategies employed for the movies’ launches played a pivotal role, particularly those for promoting the Barbie film, which stands as an exceptional case study for the industry.
Brands across various sectors embracing elements from the movies, audiences of all ages dressed in pink at theaters, informative media articles on suggested fashion trends in pink shades, salon customers aspiring to emulate the protagonist’s hairstyle, and the list goes on. In conclusion, “Barbenheimer” offers multiple interpretations, positioning both movies as the cinematic event of the year, with brands capable of drawing several lessons from the impact of this phenomenon.
The aforementioned analysis serves as an indicative approach, considering that variation in samples and time frames could present a different perspective.
